Taco Bell Challenge is more than just a fast food fix

Taco Bell has learned some great lessons about the digital food revolution and applied them to a physical space, opening Taco Bell Davy, a two-story unit in Brooklyn Park, Minnesota, with a focus on drive-through, which can be ordered indoors, through the app. , or the traditional way.

Express service like Taco Bell has been quick to innovate, making them great leaders and not only in their own sector, but setting an example for others.

When it comes to trying out quick service restaurants, we at Future Platforms have worked with Domino’s for over a decade. In that time, she devised huge ways to help change the casual eating landscape. Taco Bell is now pushing the boundaries even further, combining digital and physical services. This will likely pave the way for a new era of demand.

Interestingly, an issue was highlighted from Taco Bell’s new solution. Time has always been of the essence to provide express services. You might remember the pizza delivery deal that mentioned that if the pizza was late, you didn’t have to pay? Taco Bell now gets orders into people’s hands within two minutes, while leveraging mobile orders to push those limits even further.


The epidemic, of course, had an effect on this. In the UK alone, delivery purchases are up 357% compared to pre-COVID numbers. Many brands had to move quickly and acquire digital services to be a part of this expansion. But in many cases, they are forced to get ready-made solutions and third-party applications that may not be prepared for the next level.

Brands now need to consider how to seamlessly serve consumers in and out of a store, restaurant, or other location. Take banks for example: while banking apps have greatly improved in competition with one another, websites are closing down and there are few chain-linked pens left lined up in a gray environment.

Challenger banks with a digital perspective are like the MrBeast Burger chain of virtual delivery-only food outlets. No physical location needed, all innovative investment in virtual spaces. These have their value in turmoil and they are calling the old companies forward. But consumer needs are changing and technical solutions do not always go together.

Express services have to wrestle with all kinds of technology including a lot of off-the-shelf solutions that don’t really fit together, including loyalty schemes, product purchasing, inventory management, employee management, and delivery solutions. So far there is no comprehensive answer unless the company is as big and forward-thinking as Amazon. An off-the-shelf solution that works now may not be right later, and there will be tough decisions about legacy technology in the future.

Taco Bell’s Defy is a big, daring innovation and maybe too expensive. But besides serving customers in a fresh and efficient way, it also stands as a great commercial point that highlights Taco Bell as an innovator who isn’t afraid to dump money into the future. While not all brands may be able to invest at this level, if they can be creative about digital and physical experiences, then they can be sure that they are also investing in their future.

Cameron’s Day He is a managing partner at Future Platforms, and has worked in digital product and innovation consultancy for over 15 years for clients including BlackRock, Adidas, Virgin Active, IKEA and Three Mobile.